Journal ArticleDOI
Sponsorship effects on brand image: The role of exposure and activity involvement
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In this paper, the authors developed and tested a framework for explaining how exposure and activity involvement moderate the effects of event image, event-sponsor fit, and event commercialization on sponsor image.About:
This article is published in Journal of Business Research.The article was published on 2014-05-01. It has received 100 citations till now.read more
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Journal ArticleDOI
Efectos en la intención de compra de pirelli mediante el patrocinio deportivo en el world superbike
TL;DR: In this paper, the effect of the Pirelli brand on the purchase intention of the World Superbike (SBK) was analyzed by administering a questionnaire to 140 attendees to the 2015 penultimate circuit test held in Jerez (Spain).
Book ChapterDOI
The Heat Is (Always) On? Intentions to Revisit Extreme Personalities and Extreme Sporting Events
TL;DR: In this article, the authors explored the interplay between psychology-based consumer drivers and marketing-based drivers (i.e., satisfaction with an event, the event image fit, and intention to revisit).
Journal ArticleDOI
Effectiveness of sponsoring the video assistant referee system: a comparative exploratory study
TL;DR: In this paper , the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising and conventional sponsorship was explored with 809 subjects by analyzing 20 one-minute video clip stimuli from a Premier League soccer game.
Journal ArticleDOI
Uluslararası Sponsorluğun Marka Algısına Etkisi
TL;DR: Ayni sektordeki rakiplere gore farklilasmak, tercih edilen olmak, satislari kalici olarak artirmak ve imaj olusturmak amaciyla cesitli isaret, figur, slogan ve renklerden OLusturulan markalar, yogunluklu olarink sponsorluk faaliyetlerinden de faydalanmaktadirlar.
Book ChapterDOI
Small-Scale Sports Event Sponsorship
TL;DR: In this paper, the authors present three small-scale sport events in clarifying how sponsors of a sporting event can be attracted and how the sponsorship exchange system can be more effective.
References
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Journal ArticleDOI
The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.
Reuben M. Baron,David A. Kenny +1 more
TL;DR: This article seeks to make theorists and researchers aware of the importance of not using the terms moderator and mediator interchangeably by carefully elaborating the many ways in which moderators and mediators differ, and delineates the conceptual and strategic implications of making use of such distinctions with regard to a wide range of phenomena.
Journal ArticleDOI
Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
Claes Fornell,David F. Larcker +1 more
TL;DR: In this paper, the statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined, and a drawback of the commonly applied chi square test, in additit...
Book
Applied multiple regression/correlation analysis for the behavioral sciences
TL;DR: In this article, the Mathematical Basis for Multiple Regression/Correlation and Identification of the Inverse Matrix Elements is presented. But it does not address the problem of missing data.
Book
Multiple Regression: Testing and Interpreting Interactions
Leona S. Aiken,Stephen G. West +1 more
TL;DR: In this article, the effects of predictor scaling on the coefficients of regression equations are investigated. But, they focus mainly on the effect of predictors scaling on coefficients of regressions.
Journal ArticleDOI
On the evaluation of structural equation models
Richard P. Bagozzi,Youjae Yi +1 more
TL;DR: In this article, structural equation models with latent variables are defined, critiqued, and illustrated, and an overall program for model evaluation is proposed based upon an interpretation of converging and diverging evidence.